MUMBAI: Zee Network has launched its fifth channel in the UK. The Gujarati channel, catering to the sizable Gujarati community in the UK, will be free to air for a period of time.

"We are delighted to be launching 'Zee Gujarati' in the UK. After Zee TV, Zee Music and Zee Cinema and Alpha Etc Punjabi, the launch of Zee Gujarati epitomises our commitment to our viewers in UK to provide the very best in South Asian entertainment," said Zee Network Europe deputy country head Govind Shahi.

Zee's subscriber base in the UK comprises 166,000 households and the overall international revenue has seen an increase of 44 per cent. The new channel will become the second regional language channel to be added as part of Zee TV's European operations since the launch of Zee Punjabi in August 2002.

An official release claimed that Zee Gujarati has already gained a loyal audience in India and is the most popular Gujarati channel since its launch five years ago. Speaking about the programming, the release said, "Zee Gujarati showcases judicious news and festival-centric programmes like Navaratri, mix of classic and contemporary programming, including current affairs, news, talk shows, serials, movies and much more."